We created Línea roja, a first person shooter videogame, in which players must face several enemies in order to accomplish a mission. As in most of these games, players are hurt, and their health, shown in a blood bar, gets worse and gets to a critical point in which they will need a first-aid kit to continue.

When players discover this kit, they find out it is empty and they simply die. At this point, we see an institutional message that says “It also happens in real life. Give blood and save three lives.” Colombian Red Cross.To promote our videogame, we developed different pieces that appealed to people’s interest in visiting our web page.

Once they were on the site, they could get to know the story, to download wallpapers, videos, the soundtrack, but especially to get a free game demo in which they found our message.

More than 12.000 people visited the site.2.700 people downloaded, played, and forwarded the videogame to their contacts.

But mostly, the number of young people donations in blood banks increased by 250%